MGT252H5 Chapter Notes - Chapter 6: Opinion Leadership, Brand Loyalty, A.C. Milan
Document Summary
6. 1, consumer buyer behavior, the buying behavior of final consumers - ind. , households that buy g+s for personal consumption, consumer market, all the ind. and households who buy or acquire g+s for personal consumption, 6. 2. Culture: the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other impt. institutions, marketers always try to spot cultural shifts. Subculture: a group of people with shared value systems based on common life experiences and situations. Regional subcultures: affected by landscape, immigration, economy and perceived disparities in political powers. Founding nations: aboriginal peoples, the english and the french. Mature consumers: baby boomers are more willing to shop around and switch brands more than their gen x"ers. Occupation: blue-collar workers tend to buy more rugged work clothes, while execs buy more business suits. Eco. situation: for income-sensitive goods, watch trends in personal income, savings and interest rates.
